Thai people’s perceptions towards hybrid cars

Nowadays, the global automotive trend focuses more on eco-friendly business which hybrid and electric cars take a crucial role in this shift within the industry. Moreover, hybrid and electric are also a key innovation that drives lower fuel economy, environmental-friendly, and better driving experience. Therefore, it is important to understand Thais perceptions, motivation, barrier, and trigger that could be a solution for the car industry in turning these perceptions into market growth. This research is a contemporary topic in applied marketing which will be based on marketing knowledge focusing on the subject area of technology. The overall objective of this research is to investigate the differences among potential hybrid car user and non-potential hybrid cars user in terms of the customers perceptions and source of awareness towards hybrid cars. Moreover, this research also seeks finding from key criteria that effects the intention to buy hybrid car, so that car manufacturers could apply emphasize on these significant points. The research methodologies include qualitative and quantitative methods using both exploratory and descriptive research designs. Secondary data review, in-depth interviews, and a survey by questionnaire were conducted. Target respondents are both female and male, age around 20 – 55 years old who lives in Bangkok and metropolitan areas.Results showed that the potential hybrid car users and non-potential hybrid car users have difference source of awareness and perceptions towards hybrid cars. Moreover, the demographic’s analysis found that the higher monthly income, the more potential to purchase hybrid cars as well.